All five types of auto buyers are willing to spend almost $2,000 or more on purchases if manufacturers and dealers would meet their expectations, according to a Miller-Williams report.
The report delves into how buyers make purchasing decisions compared to how manufacturers and dealers approach them today.
Says Amy Ferraro, project director for Miller-Williams, a consumer research firm, “For a long time dealers, advertisers and manufacturers have been focusing on discounts, financing and price incentives. No doubt consumers love this.
“However, virtually every auto company in our survey received the worst rating possible in the most important value driver for auto buyers — trust and credibility. Only minor improvements here would increase sales and profits significantly.”